What's So "Advanced" About Advanced Targeting? -- Denise Larson

Denise Larson is the President of LEAP Media InvestmentsAdvanced targeting in the digital world is a process in which ads reach the amp8220rightamp8221 person at the right time in the right place with a relevant messageYeah rightThe problem with these amp8220advancementsamp8221 is that they are the same targeting techniques the offline world has used for decades which begs the question amp8220How far have we really comeamp8221Letamp8217s look at amp8220advancementsamp8221 in advanced targeting as they are being applied these daysamp183 Demographic targeting typically an 1849yearold sound familiaramp183 Retargeting often results in a customeramp8217s getting myriad ad messages for goods and services but how relevant are they reallyamp183 Behavioral targeting customer researched cars for months online and after finally buying one is still being served car ads based on past online behavioramp183 Geographical targeting customer is served ads for nearby establishments but frankly receiving ads while standing on a street corner doesnamp8217t necessarily drive purchaseamp183 Targeting the potential buyer of brandsservices we all know the difficulty of monetizing amp8220good intentionsamp8221 and amp8220likesamp8221Despite the amazing technological advancements of the amp8220distribution systemsamp8221 computers tablets smartphones as an industry are we really practicing advanced targeting or are we calling it amp8220advancedamp8221 because we offer the same old approaches on amp8220advanced platformsamp8221The industry reality is more of the latter and if there is any hope in delivering relevant messages to relevant targets in relevant environments new approaches and new ways of thinking must be developed and employedWhat should be the foundation of these new approaches Serving the right message to the right audience and activating that audience to engage purchase andor use the product or serviceLEAPamp8482 leveraging emotional attachmentamp8482 for profit is the results of 10 years of empirical evidence that can help marketers achieve that goal While it may not be the only offering in the marketplace to make this claim it is one of the most foundational proven models now being applied in the digital spaceWhat is so advanced about LEAPamp183 It scales audiences to millions among brand loyalist brand conquest and brand expansion targets The key word here is amp8220brandamp8221 LEAP starts from the perspective that a marketeramp8217s best prospect is someone who is willing to amp8220listenamp8221 in the first place Communication is a twoway street and if someone isnamp8217t willing to listen to a brandamp8217s story there will be no brand saleamp183 It scales audiences to within an engaged media target The key word here is amp8220engagedamp8221 If a customer thinks your content is not relevant it will be disregarded no matter how often it is pushed through numerous crossplatform channelsamp183 It is amp8220advancedamp8221 because it comes from the foundation of emotional attachment technology in which sales success is achieved when an audience has an emotional attachment to the brand andor content This statement may sound like a amp8220no braineramp8221 but it is amazing how much time and money marketers continue to waste via the amp8220spray and prayamp8221 methodConsumers who are attached to a brand are 2 amp189 times more likely to pay attention to an ad for that brand and significantly more likely to act on that ad message Isnamp8217t that what we want in the first placeThe industry is finally starting to recognize the true value and potential of digital advertising as evidenced by some pretty impressive growth statisticsamp183 According to eMarketer digital advertising will reach 614 billion by 2017 Thatamp8217s 45 percent growth over 2013 spendingamp183 Additionally digital video is expected to grow more than 100 percent to 92 billionThese trends may even be conservative because they do not take into account the development of even newer and more technologically advanced devicesHowever the growing landscape and advancement of devices should not be the only aspects of advanced targeting Audience targeting needs to make advancements as well by understanding how emotional attachment works especially as the entire industry amp8220leapsamp8221 into a new era Denise Larson is the President of LEAPamp8482 Media Investments a division of NewMediaMetrics which specializes in the development of scaled LEAPamp8482 Media Audiences for online social and mobile advertising distribution LEAPamp8482 is the only company to develop audiences for brands and media properties based on the patented approachtechnology of Emotional Attachment Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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What's So "Advanced" About Advanced Targeting? -- Denise Larson

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